What Does Your Hospitality Say About Your Business?

Fast food isn't my favorite. Whether you order from a major chain or franchise, the food is usually too salty, tastes old, or fake. Let's face it. You and I can easily make a better hamburger than most places out there. 

Last month I happened into a local McDonalds and a local Chik-Fil-A all in the same day, and it was the dichotomy of that experience between the two that led to this post. I picked up a coffee from the local McDonalds because I do like their coffee (Reminder: this site is a judgment-free zone). And later in the day, my youngest received good grade, or some award, or something that triggered her choice to any place for an after-school snack and it was Chik-Fil-A. 

But they were completely different......

McDonalds:

I walked in. Maybe I caught them at a bad time, but the floors were messy. The bathroom was smelly. And the service, led by a rude manager, was terrible. I've been in that same franchise on previous days and never experienced anything to that level. Maybe they were having a bad day. 

Chik-Fil-A:

Here's the dichotomy:

I pull up for the drive through. I'm greeted with a "How may I serve you"? They asked for my name. They remembered my name and repeated it back. Each customer touch point ended with "It was my pleasure". And I exit with a sign at the end of the drive through saying something like "Thank You for allowing us to serve you". 

The difference in food isn't too much different (waffle fries aside). It was staffed the same. The facilities were the same, aside from cleanliness. But the biggest differentiator was hospitality. 

Mark Cathy, the grandson of CEO Dan Cathy at Chik-Fil-A centralized the "Core Four":

1) Make eye contact
2) Smile
3) Speak Enthusiastically
4) Stay Connected

Think about the times you've been to Chik-Fil-A. How did the experience go? Did they go the extra mile? Did they make you feel better after having visited? Were there smiles? Did they speak clearly, succinctly, and with enthusiasm? Were they genuinely interested in YOU?

Now compare these Core Four to a typical fast food place. Night and day difference? Even while open 6 days per week, there's always a line to get that chicken sandwich. Is that sandwich amazing? In my opinion, no. But what's the draw? Remember the post about the cinnamon rolls? It's not about the cinnamon rolls, waffle fries or chicken sandwiches. It's about the experience and the hospitality behind it. 

What does this have to do with running a cleaning business? Everything! Check out the book, Unreasonable Hospitality. Will Guidara was a successful restauranteur saw success at Eleven Madison Park in NYC winning three Michelin stars (only 13 restaurants in the US hold this honor) and the James Beard award. Aside from seemingly amazing food, Will's focus was on hospitality. 

Here are some examples of unreasonable hospitality:

1) When the restaurant guest sits down, the first wait staff will ask them for their water choice (eg. still, sparkling, etc.) and while the guest is relaying their choice, the server will relay that information using their form of sign language behind their back, so that by the time specials are read off, the water of choice is already going into that guests' cups. This shaves seconds off that service, rather than the wait staff walking all the way back, selecting the water, and returning a minute later. 

2) In another example, a duo of European foodies who were visiting NYC were talking to each other at their table about how the one place they didn't get to try during their visit was your typical New York City street hot dog vendor. A member of Eleven Madison Park's wait staff overheard that conversation and relayed it to the team. Will requested the chef's staff to buy street vendor hot dogs and plated them and had them served before those two tourists could order. They were amazed! 

3) What's the final touch point we experience at a restaurant? It's usually the bill, right? Well, the team there didn't want that to be the final thing guests experience. What do they do? At the end of each night they present cognac and two glasses with a note saying a drink is on them. So that last touch point, being a financial one, turned into a potential expanded experience with deeper relationships between the guests. 

4) A visitor was passing through NYC with a stop to dine at Eleven Madison Park. He was about to fly back home and in a conversation with restaurant staff, he relayed that he forgot to buy a stuffed bear wearing a "I LOVE NYC" t-shirt for his young child. Being a dreamweaver as they are, one staff member went a few doors down, found what the guest was looking for, and presented it to him as a gift for his son. 

You don't have to serve expensive cognac to your cleaning clients or even stuffed teddy bears. But what can you do differently to give unreasonable hospitality? What can you do to go the extra mile? What are you doing to give that "wow" factor that only a select few companies are willing to give?

Next on Deck: 7 Why's for Separating Business and Personal Accounts (Coming 11-13-2024)